By Leon d’Ancona B.T.L, M.T.L., RRESI, CEO
Back in 1987, after selling his second company, Leon d’Ancona jumped feet first into the home renovation industry and began flipping homes. Not content to simply guess at which homes would bring the highest return in the shortest amount of time, d’Ancona set out to optimize his opportunities based on his statistical background.
“It didn’t take me long to realize that finding success in this venture depended entirely on the home selling quickly,” says d’Ancona, who began writing algorithms as he questioned whether or not real estate was predictable.
Suspecting that there was in fact a level of predictability in the housing market, d’Ancona used data to predict short-term market trends and determine which segments of the market were moving. He then used the same data to select the most successful professionals to market his homes, which led to his business thriving as others around him continued to falter.
But his story doesn’t end there.
In fact, d’Ancona saw an opportunity to help real estate professionals increase their bottom lines, and so, REality®, owned by IMS Incorporated—a real estate market intelligence service—was born.
“The decision to create the company came about due to the fact that at the time—and even today—agents and brokers aren’t necessarily using real estate statistics to their full advantage,” says d’Ancona, CEO of the company.
“As the only occasional enterprise in the capitalistic free market system where you have a third party buying or selling for you, it’s not uncommon for real estate professionals to earn their license, yet have minimal knowledge of the merchandise they’re selling,” says d’Ancona.
While it can take agents 1.5 years to find their proper farming area, according to d’Ancona, his statistical strength has allowed him to better understand market trends and determine the “actionable niches” that allow both listing and selling agents to make the right decisions, thereby maximizing their profits.
“Our No. 1 goal today and every day is to ensure that the real estate professionals we’re working with are the most informed,” says d’Ancona, who has spent the last 33 years guiding the development of REality.
From its early days when the company published monthly books, to the high-speed SSD servers of today, REality has become the standard for what real estate professionals need to be the most informed.
With his mirthful manner and a sixth sense to present statistical information in an easy to understand and fun way, d’Ancona has a knack for making real estate statistics both compelling and profitable to its users.
Today, REality is available in four different levels, all with a heavy emphasis on the visual. The current levels include:
1. Graph It: For brokers with a minimum of 100 agents, Graph It is used to attract new agents by providing the necessary graphs and filters to make sure agents always get the listing.
2. Top Ranked Agents: Built specifically for agents who do a minimum of $4 million per year, the program sets agents up to reach their next income plateau.
3. REality for Brokers and Recruiters: The ultimate recruiting tool, this program comes with a complete CRM and allows real estate professionals to see pertinent information related to all agents.
4. REality for Multiple Offices: As high-tech as you can get, this program took 2.5 years to develop, and allows real estate professionals to see every company’s marketshare in any particular zip code.
“One of the biggest benefits associated with the REality program is the fact that real estate professionals can go in and prepare a listing presentation using graphs in about eight different ways,” explains d’Ancona, a key piece of the puzzle when it comes to placing real estate professionals ahead of the competition.
“While consumers only need a real estate professional every 8.5 years on average, their selection doesn’t necessarily come down to who the real estate agent is, but rather, how much they know,” says d’Ancona.
The acclaimed choice of thousands of real estate professionals at all levels of the industry, the most telling barometer of success for d’Ancona is the longstanding relationships he’s built with clients over the years.
“The best reference I can give is that I’m servicing the children and grandchildren of the clients of my first company,” concludes d’Ancona.